1. © 2012 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. Chapter One An Introduction to Business and Economics 1 | 1

2. © 2012 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. Learning Objectives 1.Discuss what you must do to be successful in the world of business. 2.Define business and identify potential risks and rewards. 3.Define economics and describe two types of economic systems: capitalism and command economy. 4.Identify the ways to measure economic performance. 5.Outline the four types of competition. 6.Summarize the factors that affect the business environment and the challenges that American (Taiwan) businesses will encounter in the future. 1 | 2

3. © 2012 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. Free enterprise Individuals are free to decide what to produce, how to produce it, and at what price to sell it 1 | 3

4. © 2012 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. Your Future in the Changing World of Business  What does it take to succeed in business? Have a dream—know what you want Adapt to changes in the environment—work hard to turn your dreams into reality 1 | 4

5. © 2012 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. Why Study Business? (1) 1 | 5 Figure 1.1

6. © 2012 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. Why Study Business? (2)  For help in choosing a career  To be a successful employee  To improve your management skills (interpersonal, technical and conceptual skills)  To start your own business  To become a better informed consumer and investor 1 | 6

7. © 2012 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. Business: A Definition  The organized effort of individuals to produce and sell, for a profit, the goods and services that satisfy society’s needs 1 | 7

8. © 2012 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. The Organized Effort of Individuals Combining Resources A business must combine all four resources effectively to be successful. 1 | 8 Figure 1.2

9. © 2012 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. Classification of Businesses  Manufacturing businesses Process various materials  Service businesses Produce services (e.g., haircuts, legal advice, tax preparation)  Marketing intermediaries Buy products from manufacturers and resell 1 | 9

10. © 2012 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. Satisfying Needs  People buy goods and services not just to own them, but to satisfy particular needs  Businesses that understand customer needs, and work to satisfy those needs, are usually successful 1 | 10

11. © 2012 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. The Relationship Between Sales Revenue and Profit  Profit is what remains after all business expenses have been deducted from sales revenue. A loss (negative profit) results when a firm’s expenses are greater than its revenues. 1 | 11 Figure 1.3

12. © 2012 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. Business Profit  The purposes of profit To reward business owners for producing goods and services consumers want As payment for business owners assuming the risks of ownership  Stakeholders All of the different people or groups or people who are affected by the policies and decisions made by an organization 1 | 12

13. © 2012 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. Types of Economic Systems (1)  Economics The study of how wealth (anything of value) is created and distributed  Microeconomics The study of the decisions made by individuals and businesses  Macroeconomics The study of the national economy and the global economy  Economy The system through which a society creates and distributes wealth 1 | 13

14. © 2012 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. Types of Economic Systems (2)  Factors of production Land and natural resources Labor Capital Entrepreneurship  Entrepreneur A person who risks time, effort, and money to start and operate a business 1 | 14

15. © 2012 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. Types of Economic Systems (3)  Differences in economic systems How they answer the four basic economic questions -What goods and services will be produced? -How will they be produced? -For whom will they be produced? -Who owns and controls the major factors of production? 1 | 15

16. © 2012 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. Types of Economic Systems (4)  Capitalism An economic system in which individuals own and operate the majority of businesses that provide goods and services Derived from Adam Smith’s laissez-faire capitalism in which a society’s best interests are served by individuals pursuing their own self-interest -Creation of wealth is the concern of private individuals -Resources used to create wealth must be privately owned -Economic freedom ensures the existence of a free market economy. Ie. Businesses and individuals decide what to produce and buy; the market determines quantities sold and prices -Limited role of government 1 | 16

17. © 2012 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. Basic Assumptions for Adam Smith’s Laissez-Faire Capitalism 1 | 17 Figure 1.4

18. © 2012 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. Types of Economic Systems (5)  Capitalism in the United States (Taiwan) Mixed economy with elements of capitalism and socialism Households -Consumers of goods and services -Resource owners of some factors of production Businesses -Produce goods and services to exchange for revenues (money) -Use revenues to purchase factors of production Governments -In exchange for taxes, governments provide public services that would not be provided by business or would be produced only for those who could afford them 1 | 18

19. © 2012 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. The Circular Flow in Our Mixed Economy 1 | 19 Figure 1.5

20. © 2012 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. Types of Economic Systems (6)  Command economies Economic systems in which the government decides what will be produced, how it will be produced, who gets what is produced, and who owns and controls the major factors of production Socialism -Key industries (e.g., transportation, utilities, and banking) are owned and controlled by the government. -Small-scale private businesses may be permitted and workers may choose their own occupations. -Production is based on national goals, and distribution is controlled by the state. -Intent is the equitable distribution of income, elimination of poverty, social services to all who need them, elimination of the economic waste of capitalistic competition. 1 | 20

21. © 2012 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. Types of Economic Systems (7)  Command economies (cont’d) Communism -All factors of production are owned and controlled by the government as proxy for ownership by all citizens. -Production is based on centralized state planning to meet the needs of the state and not necessarily the needs of its citizens. -The state dictates occupational choices and sets prices and wages. -Intent is to create Karl Marx’s concept of a classless society where all contribute according to their ability and receive benefits according to their needs. 1 | 21

22. © 2012 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. Measuring Economic Performance (1)  Productivity The average level of output per worker per hour  Economic indicators Gross domestic product (GDP) -The total value of all goods and services produced by all people within the boundaries of a country during a one-year period. Inflation -A general rise in the level of prices. Deflation -A general decrease in the level of prices. 1 | 22

23. © 2012 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. Measuring Economic Performance (2)  Economic indicators (cont’d) Unemployment rate -The percentage of a nation’s labor force unemployed at any time. Consumer price index (CPI) -A monthly index that measures the changes in prices of a fixed basket of goods purchased by a typical consumer in an urban area. Producer price index (PPI) -An index that measures prices that producers receive for their finished goods. 1 | 23

24. © 2012 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. Common Measures Used to Evaluate a Nation’s Economic Health (1)  Balance of trade The total value of a nation’s exports minus the total value of its imports over a specific period of time.  Bank credit A statistic that measures the lending activity of commercial financial institutions.  Corporate profits The total amount of profits made by corporations over selected time periods. 1 | 24

25. © 2012 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. Common Measures Used to Evaluate a Nation’s Economic Health (2)  Inflation rate An economic statistic that tracks the increase in prices of goods and services over a period of time; usually calculated on a monthly or annual basis.  National income The total income earned by various segments of the population, including employees, self- employed individuals, corporations, and other types of income. 1 | 25

26. © 2012 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. Common Measures Used to Evaluate a Nation’s Economic Health (3)  New housing starts The total number of new homes started during a specific time period.  Prime interest rate( 最優惠利率 ) The lowest interest rate that banks charge their most creditworthy customers. 1 | 26

27. © 2012 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. The Business Cycle (1)  The recurrence of periods of growth and recession in a nation’s economic activity Recession -Two or more consecutive three-month periods of decline in a country’s gross domestic product. Depression -A severe recession that lasts longer than a recession. Monetary policies -Federal Reserve (Taiwan Central Bank) decisions that determine the size. of the supply of money in the nation and the level of interest rates. 1 | 27

28. © 2012 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. The Business Cycle (2)  Fiscal policy Government influence on the amount of savings and expenditures; accomplished by altering the tax structure and by changing the levels of government spending.  Federal deficit A shortfall created when the federal government spends more in a fiscal year than it receives.  National debt The total of all federal deficits. 1 | 28

29. © 2012 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. Types of Competition (1)  Rivalry among businesses for sales to potential customers  Perfect (or pure) competition The market situation in which there are many buyers and sellers of a product, and no single buyer or seller is powerful enough to affect the price of that product. -Supply: The quantity of a product that producers are willing to sell at each of various prices. -Demand: The quantity of a product that buyers are willing to purchase at each of various prices. -Market Price (Equilibrium): The price at which the quantity demanded is exactly equal to the quantity supplied. 1 | 29

30. © 2012 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. Supply Curve and Demand Curve 1 | 30 Figure 1.7

31. © 2012 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. Types of Competition (2 )  Monopolistic competition A market situation where there are many buyers along with a relatively larger number of sellers who differentiate their products from the products of competitors. Product differentiation -The process of developing and promoting differences between one’s products and all similar products. 1 | 31

32. © 2012 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. Types of Competition (3)  Oligopoly A market situation (or industry) in which there are few sellers. -E.g., automobile manufacturers, car rental agencies, and farm implement industries Sizable investments are required to enter into the market. Each seller has considerable control over price. The market actions of one seller can have a strong effect on competitors. 1 | 32

33. © 2012 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. Types of Competition (4)  Monopoly A market (or industry) with only one seller Natural monopoly -An industry requiring huge investments in capital and within which duplication of facilities would be wasteful and thus not in the public interest. Legal monopoly (limited monopoly) -A monopoly created when a government entity issues a franchise, license, copyright, patent, or trademark protecting the owners of written materials, ideas, or product brands from unauthorized use by competitors. 1 | 33

34. © 2012 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. American (Taiwan)Business Today (1)  Standard of living A loose, subjective measure of how well off an individual or a society is mainly in terms of want satisfaction through goods and services.  Early business development Barter system( 以物易物 ) -A system of exchange in which goods or services are traded directly for other goods and/or services without using money. Domestic system -A method of manufacturing in which an entrepreneur distributes raw materials to various homes, where families process them into finished goods to be offered for sale by the merchant entrepreneur. 1 | 34

35. © 2012 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. American (Taiwan)Business Today (2)  Early Business Development (cont’d) Factory system -A system of manufacturing in which all the materials, machinery, and workers required to manufacture a product are assembled in one place. Specialization -The separation of a manufacturing process into distinct tasks and the assignment of the different tasks to different individuals. 1 | 35

36. © 2012 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. American (Taiwan) Business Today (3)  Business Development in the 1900s Rapid growth of large industries (automobiles, steel, oil, chemical) and the mass production of consumer goods. The Roaring Twenties ended with the 1929 stock market crash. Government intervention became necessary to get the economy moving again. 1 | 36

37. © 2012 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. American (Taiwan) Business Today (4)  Business Development in the 1900s (cont’d) Major events that shaped the nation’s economy between 1940 and 2000 include: -WWII, the Korean War, and the Viet Nam War. -Rapid economic growth and higher standard of living during the 1950s and 1960s. -The social responsibility movement during the 1960s. -A shortage of crude oil and higher prices for most goods in the mid-1970s. -High inflation, high interest rates, and reduced business profits during the early 1980s. -Sustained economic growth in the 1990s. 1 | 37

38. © 2012 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. American (Taiwan) Business Today (5)  Business Development in the 1900s (cont’d) E-Business—the organized effort of individuals to produce and sell through the Internet, for a profit, products and services that satisfy society’s needs-- became an accepted method of conducting business. In the last part of the 1900s, a large number of business failures and declining stock values suggested larger economic problems to come. 1 | 38

39. © 2012 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. American Business Today (6)  A New Century: 2000 and Beyond Technology becomes affordable Growth of service businesses -Service economy—an economy in which more effort is devoted to the production of services than to the production of goods. Although many economic indicators are strong, there is a feeling of pessimism, a large number of business failures, high unemployment, and terrorist threats.  The Current Business Environment The competitive, global, technological, and economic environments affect business today. 1 | 39

40. © 2012 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. The Challenges Ahead (1)  How can we create a more stable economy and create new jobs for the unemployed?  How can we regulate banks, savings and loan associations, credit unions, and other financial institutions to prevent the type of abuses that led to a banking crisis?  How to reduce the national debt and still maintain a healthy economy and stimulate business growth?  How can we make American(Taiwan) workers more productive and American (Taiwan)firms more competitive in the global marketplace?  How can we preserve the benefits of competition and small business in our American (Taiwan)economic system? 1 | 40

41. © 2012 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. The Challenges Ahead (2)  How can we encourage economic growth and at the same time continue to conserve natural resources and sustain our environment?  How can we meet the needs of two-income families, single parents, older Americans (Taiwanese), and the less fortunate who need health care and social programs to exist?  How can we meet the challenges of managing culturally diverse work forces (ie.foreign workers)to address the needs of a culturally diverse marketplace? 1 | 41